Purpose
– This study discusses the effects of diffusion and adopters of mobile banking services (MBSs), perceived risk, brand awareness, and brand image of MBS providers, on attitude toward using MBSs, and on intention to use MBSs. In accordance with sample usage frequency in MBSs, this study subgroups the sample population into several behavioral segments (frequent/infrequent users) to concentrate sample characteristics and the behavioral models.

Design/methodology/approach
– Data from the 610 valid questionnaires collected in Taiwan were analyzed by SPSS and LISREL. In accordance with sample usage frequency in MBSs, this study subgroups the sample population into several behavioral segments (frequent/infrequent users) to concentrate sample characteristics and the behavioral models.

Findings
– Analytical results demonstrate that mobile banking users with different behavioral patterns have dissimilar perceptions of innovation benefits and risk. Moreover, brand awareness and brand image of the MBSs provider are crucial exogenous factors associated with attitude and intention to use MBSs. Finally, this study presents several suggestions for researchers, bankers, and marketers.

Originality/value
– This study examined MBSs in Taiwan, with an enhanced investigation model includes diffusion of innovation, TPA, second‐order risk sub‐dimensions, and brand effects on attitude and intention. The contributions of this study includes: this is the first study that incorporate brand awareness, and brand image in discussing mobile banking adoption behavior; meanwhile, this study incorporate a five factors risk structure, discussing perceived risk detailed in financial risk, performance risk, time risk, psychological risk, and privacy risk. Furthermore, this study is the first study that has differentiated between different consumer types: frequent and infrequent users. The findings of this study is practical in providing MBS for bankers.